FLOREA
VIA DEL PELLEGRINO - ROME
ROME, Italy
DESIGN DEVELOPMENT
ENGINEERING
PROJECT MANAGEMENT
BUDGET & TIMING CONTROL
2025
An urban ritual of reconnection, where memory, participation and technology reshape the street as a shared sensory landscape.
A Collective Reactivation
Florea emerges along Via del Pellegrino as a process rather than a single intervention, reactivating one of Rome’s most authentic streets through a layered strategy of regeneration. Rooted in the historic path of florists moving between Campo de’ Fiori and St. Peter’s, the project translates this legacy into a contemporary framework. Architecture, design and art converge to restore continuity between past and present, transforming the street into a living civic platform shaped by participation.
A Sensory Infrastructure
The project unfolds through a sequence of experiences that engage perception as a spatial tool. A sensory map structures the city through itineraries guided by sight, sound, smell and touch, redefining urban exploration as an emotional journey. Collective actions—workshops, children’s activities and a 450-meter shared table—activate the street as a place of encounter. Within this system, the ordinary becomes performative, and the public realm is redefined through use, interaction and shared rituals.
Light as Connection
Innovation is integrated as an invisible layer, reinforcing rather than altering the identity of the place. A network of IoT lighting introduces a new urban infrastructure, where illumination, connectivity and environmental awareness operate simultaneously. Light, greenery and public space become relational devices, linking tradition with contemporary technologies. In this balance, Florea constructs an open and evolving environment, where the historic city is reinterpreted as a connected, inclusive and adaptive landscape.
